• Food Story Media

What Great Brands Do Differently

Updated: Nov 23, 2021

We all have a handful of favourite brands that we’re fiercely loyal to, that come first to mind when thinking about a particular industry and that spark conversations with others around us. But have you ever thought deeply about why you’re so passionate about them? What first captured your attention? And what continues to drive your preference for them above all others within their industry? A lot of work goes on behind the scenes to get you to that subconsciously faithful place, which we refer to as brand intimacy, and we’ve gathered some tools to help put your own brand on a similarly influential stage.

A clear message, mission + set of values

First things first, let’s get to grips with who and what your business actually is. If you don’t have clarity on your own intentions and the mark you want to make on the world, how can you expect others to understand and endorse your work? With lucidity and consistency comes power and the development of trust - a prerequisite for a strong brand in the making. The secret behind a compelling and robust identity is ensuring you nail your purpose, vision, mission and values.

You can ask yourself the following questions to check you’re on the right track:

  • Why do you exist?

  • What are you setting out to achieve?

  • Which principles guide your behaviour?

  • What does the future look like?

Once those are done and dusted, it’s time to establish a series of brand messaging pillars. These are topics to explore through your content and within which to develop an authoritative voice. While sharing these thoughts and dreams, it’s important to do so with a consistent language which your audience can get to know and feel closer to over time. Consider what kind of personality your brand would have if it were to come to life, and channel that character through your copywriting.